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<title>  Jessica Livingston: Why Startups Need to Focus on Sales, Not Marketing - The Accelerators - WSJ</title>

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                1:26 pm  ET<br/>Jun 3, 2014        </small>
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<p><a href="http://blogs.wsj.com/accelerators/jessica-livingston-2/">JESSICA LIVINGSTON</a>: The most important thing an early-stage startup should know about marketing is rather counterintuitive: that you probably shouldn&#8217;t be doing anything you&#8217;d use the term &#8220;marketing&#8221; to describe. Sales and marketing are two ends of a continuum. At the sales end your outreach is narrow and deep. At the marketing end it is broad and shallow. And for an early stage startup, narrow and deep is what you want &#8212; not just in the way you appeal to users, but in the type of product you build. Which means the kind of marketing you should be doing should be indistinguishable from sales: you should be talking to a small number of users who are seriously interested in what you&#8217;re making, not a broad audience who are on the whole indifferent.</p>
<p>Successful startups almost always start narrow and deep. Apple started with a computer Steve Wozniak made to impress his friends at the Homebrew Computer Club. There weren&#8217;t a lot of them, but they were really interested.  Facebook started out just for Harvard University students. Again, not a lot of potential users, but they really wanted it. Successful startups start narrow and deep partly because they don&#8217;t have the power to reach a big audience, so they have to choose a very interested one. But also because the product is still being defined.  The conversation with initial users is also market research.</p>
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<h4><a href="http://blogs.wsj.com/accelerators/tag/marketing/">See what other startup mentors have to say about marketing tactics.</a></h4>
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<p>At  Y Combinator, we advise most startups to begin by seeking out some core group of early adopters and then engaging with individual users to convince them to sign up.</p>
<p>For example, the early adopters of Airbnb were hosts and guests in New York City (Y Combinator funded Airbnb in Winter of 2009).  To grow, Airbnb needed to get more hosts and also help existing hosts convert better. So Brian Chesky and Joe Gebbia flew to New York every week to meet with hosts &#8212; teaching them how to price their listings, take better photos, and so on. They also asked hosts for introductions to potential new hosts, who they then met in person.</p>
<p>Stripe (YC S09) was particularly aggressive about signing up users manually at first. The YC alumni network are a good source of early adopters for a service like Stripe. Co-founders Patrick and John Collison worked their way methodically through it, and when someone agreed to try Stripe, the brothers would install it for them on the spot rather than email a link. We now call their technique &#8220;Collison installation.&#8221;</p>
<p>Many guest speakers at Y Combinator offer stories about how manual the initial process of getting users was. Pinterest is a mass consumer product, but Ben Silbermann said even he began by recruiting users manually. Ben would literally walk into cafes in Palo Alto and ask random people to try out Pinterest while he gathered feedback over their shoulders.</p>
<p>The danger of the term &#8220;marketing&#8221; is that it implies the opposite end of the sales/marketing spectrum from the one startups should be focusing on. And just as focusing on the right end has a double benefit &#8212; you acquire users and define the product &#8212; focusing on the wrong end is doubly dangerous, because you not only fail to grow, but you can remain in denial about your product&#8217;s lameness.</p>
<p>All too often, I’ve seen founders build some initially mediocre product, announce it to the world, find that users never show up, and not know what to do next. As well as not getting any users, the startup never gets the feedback it needs to improve the product.</p>
<p>So why wouldn’t all founders start by engaging with users individually? Because it’s hard and demoralizing. Sales gives you a kind of harsh feedback that &#8220;marketing&#8221; doesn&#8217;t.  You try to convince someone to use what you&#8217;ve built, and they won&#8217;t. These conversations are painful, but necessary. I suspect from my experience that founders who want to remain in denial about the inadequacy of their product and/or the difficulty of starting a startup subconsciously prefer the broad and shallow &#8220;marketing&#8221; approach precisely because they can&#8217;t face the work and unpleasant truths they&#8217;ll find if they talk to users.</p>
<p>How should you measure if your manual efforts are effective?  Focus on growth rate rather than absolute numbers. Then you won&#8217;t be dismayed if the absolute numbers are small at first. If you have 20 users, you only need two more this week to grow 10%. And while two users is a small number for most products, 10% a week is a great growth rate. If you keep growing at 10% a week, the absolute numbers will eventually become impressive.</p>
<p>Our advice at Y Combinator is always to make a really good product and go out and get users manually. The two work hand-in-hand: you need to talk individually to early adopters to make a really good product.  So focusing on the narrow and deep end of the sales/marketing continuum is not just the most effective way to get users. Your startup will die if you don&#8217;t.</p>
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                  </div><a name="commentform"></a><div class="commentform">  <h4>Add a Comment</h4>  <div class="alertMessage" style="display:none;" id="alertdiv" >    <p id="alertp">Error message</p>  </div>  <form method="post" action="http://blogs.wsj.com/accelerators/wp-comments-post.php" id="comment_form">    <input type=hidden name="comment_post_ID" value="2715" />    <input type=hidden name="redirect_to" rel="nofollow" value="http://blogs.wsj.com/accelerators/2014/06/03/jessica-livingston-why-startups-need-to-focus-on-sales-not-marketing/tab/comments/" />    <fieldset>      <div class="formBlock">        <div class="col3wide">          <label for="author">Name</label>          <input type="text" name="author" class="formtext" id="comment_name" maxlength="100" />        </div>        <span class="formnote">We welcome thoughtful comments from readers. Please comply with our <a href="http://online.wsj.com/community/faq">guidelines</a>. Our blogs do not require the use of your real name.        </span>      </div>      <div class="formBlock">        <label for="comment">Comment</label>        <textarea name="comment" id="comment_text"></textarea>      </div>      <div class="formBlock blockType-buttons">        <input type="reset" class="formbtn" value="CLEAR" />        <input type="submit" class="formbtn" value="POST" />      </div>    </fieldset>  </form></div><div class="postcomments"><div class="headerBox">  <h3>Comments (5 of 23)</h3>  <a class="viewall" rel="nofollow" href="http://blogs.wsj.com/accelerators/2014/06/03/jessica-livingston-why-startups-need-to-focus-on-sales-not-marketing/tab/comments/">View all Comments &raquo;</a></div>  <ul class="commentlist"><a name="newest"></a>    <li class="commententry listFirst "  >    <a name="comment-3364042"></a>      <ul class="unitList unitType-thread">        <li class="unit first">          <ul class="cMetadata metadataType-postInfo">             <li class="postStamp">2:15 pm November 11, 2014</li>            <li class="posterName">                <cite>Marc Adler</cite> wrote:            </li>          </ul>          <div class="commentContent"><p>I feel that Levinson (Guerrilla Marketing) defines marketing in the most simple and true way -- anything you do to help sell a product or service.  These two terms are connected at the hip...sales do not take place without effective marketing no matter what you choose to use to communicate messages.  A face-to-face with early adopters, reaching out through influencers (thank you Malcolm Gladwell), or effective networking within a narrow group can all be considered marketing.  Just as much as direct mail, television commercials or an Adwords campaign. You can't just go out and sell without making sure your message is clear (and differentiates you).  And you can't go out with a clear message without determining what communication method will work most effectively with your target audience.  In the end, we are all marketers and salespeople, and where we are on the marketing - sales continuum is determined by the moment at which you want to ask for someone to buy you/your product.  Even though methodology might evolve and change what doesn't change is the need to make sure your message breaks through the marketing clutter so that the intended target says yes when you ask them to buy what you're marketing to them.</p>
</div>        </li>      </ul>    </li>    <li class="commententry   "  >    <a name="comment-3084991"></a>      <ul class="unitList unitType-thread">        <li class="unit first">          <ul class="cMetadata metadataType-postInfo">             <li class="postStamp">2:29 pm June 15, 2014</li>            <li class="posterName">                <cite>SPai</cite> wrote:            </li>          </ul>          <div class="commentContent"><p>This article and the associated comments pretty much sums up the primary problem with "marketing", that people have varying definitions. Product management concepts (4P's), outbound campaign concepts (for brand, benefits, offers, promotions, positioning, etc.), inbound (market research, iterative development, etc.), and marketing communications (internal and external, PR). All of these discrete concepts are valid and essential in running a business, and have different focus/priority depending on the stage of the company.</p>
<p>That said, having been involved in successful and unsuccessful startup, the point of the article is valid, that good analysis of product adoption by early users is essential to the success of a product and more important than activities that drive broad, mass awareness. This feedback loop is an extension of the iterative feedback loop found in most agile development activities, the users are just providing another feedback point, namely the willingness to spend their dollars.</p>
<p>While I've encountered entrepreneurs that hesitate to engage early users, these are typically the same folks that don't respond well when you tell them certain aspects of the product need to be changed during the development process. It's just their belief that they know best. Unlike Steve Jobs et al, they haven't done their time with users.</p>
<p>One proposal for future "marketing" articles is to clearly identify the aspect of "marketing" to be discussed. Much like Operations and Product Development, Marketing encompasses many disciplines. Unfortunately, a few of the disciplines call themselves Marketing in various organizations.</p>
<p>Cheers.</p>
</div>        </li>      </ul>    </li>    <li class="commententry   "  >    <a name="comment-3081502"></a>      <ul class="unitList unitType-thread">        <li class="unit first">          <ul class="cMetadata metadataType-postInfo">             <li class="postStamp">9:22 pm June 11, 2014</li>            <li class="posterName">                <cite>Tony Pezza American Standard Businesses</cite> wrote:            </li>          </ul>          <div class="commentContent"><p>It appears times have changed and not for the better for the small business owners and start-up entrepreneurs. Sales cannot be generated without marketing and the small owner, not the larger business owner has no consumption of free offers to enhance their business. I had a teaching school for 31 years with business education and trained some 250,000 business owners at a 90% success rating. Coming back from a 10 years retiring stay I have tried to re-start the same program with additional educational program and new concepts, It's been some 10 months and not a nibble on one of the best educational program ever offered into the small business world. The marketing has not gathered one cent in sales and after offering more than $500.00 per person in free services, and materials, and much more. More than 6000 contacts 150 programs  and within those contacts more than 2000 personal face to face presentations, and reviewed materials. It seems I cannot reach the small business owner to make them a better owner and a more profitable and saleable business. I have created new programs, insurance guarantees, seminars guarantees, free promotional advertising, on air free promotions, and so many other business programs.</p>
<p>I don't know to agree, or disagree but the fact remains that the marketing is not the same as it was going back to when, in 1985 when I started.  When you offer sound and sounder business program for free and no one asked for the program I am at the end of my rope and some 50 years of experience and $35 million in sales in 1989, WHO CAN OFFER THE CORRECT ANSWER TO REACH THE SMALL BUSINESS OWNER.. Thanks  Tony Pezza</p>
</div>        </li>      </ul>    </li>    <li class="commententry   "  >    <a name="comment-3080065"></a>      <ul class="unitList unitType-thread">        <li class="unit first">          <ul class="cMetadata metadataType-postInfo">             <li class="postStamp">9:56 am June 10, 2014</li>            <li class="posterName">                <cite>Andrew Shea</cite> wrote:            </li>          </ul>          <div class="commentContent"><p>It doesn't appear you understand or appreciate the definition of marketing. There are at least four essential components of marketing (some argue there are as many as six), each with considerable depth and no more important than the other components: The product itself, the place/distribution channel through which you will sell the product, the price of the product and the way in which you'll position/promote the product to drive sales.</p>
<p>Andrew Shea<br />
Senior Marketing Executive<br />
St. Louis, Missouri</p>
</div>        </li>      </ul>    </li>    <li class="commententry   "  >    <a name="comment-3079492"></a>      <ul class="unitList unitType-thread">        <li class="unit first">          <ul class="cMetadata metadataType-postInfo">             <li class="postStamp">8:53 pm June 9, 2014</li>            <li class="posterName">                <cite>Francis Piscal Jr.</cite> wrote:            </li>          </ul>          <div class="commentContent"><p>I'm not a marketing/sales person, so I won't go there. But, having founded my consulting firm three years ago, one of the most important lessons I've learned is investors and lenders are most impressed by revenue. And, one generates revenue by making sales.  If your company can demonstrate that it can create yield on a small budget investors and lenders will be (1) taken with management (a critical threshold) and (2) more inclined to invest or lend funds.</p>
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  <span style="padding-left:10px;display:inline-block;"><b>Ed<br>Zimmerman</b></span></a>
</dl>
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<li class="subOnly"><a href="http://setup1.wsj.com/pznsetup/sub/pvemail/setup.html?mod=WSJ_footer">Price & Volume</a></li>
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</div>
<div id="cX-root" style="display:none"><!--PLEASE DO NOT REMOVE--></div>
<div id='SI_73f3k49S18cgGAR'><!--DO NOT REMOVE-CONTENTS PLACED HERE--></div> 
</div>   



<div class="scrimWSJ">

<div class="scrimWSJ_overlay" style="display:none">
    <div class="scrimWSJ_wrapper">
        <div class="scrimWSJ_inner">
            <div class="scrimWSJ_module gmDevicesScrim">
            <a href="#" class="gmDeviceScrimCloseBtn">Schlie&szlig;en</a>
                <a href="#" class="gmDeviceScrimBtn">Subscribe Now</a>
                <a href="#" class="gmDeviceScrimReadMore"></a>
            </div>
        </div>
    </div>
</div>
</div>

<!-- fastdynapage - secj2kentwap07 - Mon 12/29/14 - 00:11:32 EST -->
        <!-- end footer -->
    </div>
    <div id="fb-root"></div>
    <div id="emailThisScrim" class="scrimWSJ_overlay hidden">
    <div class="scrimWSJ_wrapper">
        <div class="scrimWSJ_inner">
            <div class="scrim_email_this scrimWSJ_module loginModule">
                <div class="headerStrap">
                    <a  href="#" class="closeBtn emailScrimCloseBtn">close</a>
                </div>
                <h3>Email This</h3>
                <div id="emailScrimTopAd" class="scrim-sponsor-bug">                    
                </div>
                <form id="emailForm" name="emailForm">
                    <fieldset>
                        <div class="login_row">
                            <span id="emailThisAddressToError" class="emailError hidden"></span>
                            <label class="login_id">
                                Recipient's Email Address <span class="smallNote">(Separate multiple address with commas)</span>
                            </label>
                            <input name="email" id="emailThisAddressTo" value="" type="text" class="login_id" tabindex="1">
                        </div>
                        <div class="login_row">
                            <span id="emailThisAddressFromError" class="emailError hidden"></span>
                            <label class="login_pw">
                                Your Email Address
                            </label>
                            <input value="" name="email" id="emailThisAddressFrom" class="login_pw" type="text" tabindex="2">
                        </div>
                        <div class="login_row">
                            <label class="login_pw">
                                Message <span>(Optional)</span>
                            </label>
                            <textarea id="emailThisMsg" class="message" maxlength="500" tabindex="3" ></textarea>
                        </div>
                        <div class="login_row">
                            <input id="ccMeChkBox" type="checkbox" checked="checked" class="login_checkbox selected" tabindex="4">
                            <label class="login_checkbox">
                                Send me a copy
                            </label>
                        </div>  
                        <span id="recaptchaError" class="emailError hidden"></span>                     
                        <div id="recaptcha_div" class="captcha_row">
                        
                        </div>
                        <div class="login_row">
                            <input type="submit" class="login_submit emailScrimSubmit" value="Send" tabindex="5" id="emailScrimSubmit" tabindex="4">
                            <div class="cancelLink">or <a href="#" class="emailScrimCloseBtn" tabindex="6">Cancel</a></div>
                        </div>
                    </fieldset>             
                 </form>                            
            </div>
            
            
        </div>
    </div>
</div>
<div id="emailConfScrim" class="scrimWSJ_overlay hidden">
    <div class="scrimWSJ_wrapper">
        <div class="scrimWSJ_inner">
            <div class="scrim_thank_you scrimWSJ_module loginModule">
                <div class="headerStrap">
                    <a id="emailConfScrimCloseBtn" href="#" class="closeBtn">close</a>
                </div>
                <h3>Thank You</h3>
                <p>Your email has been sent.</p>
            </div>
        </div>
    </div>
</div>
<div id="emailErrorScrim" class="scrimWSJ_overlay hidden">
    <div class="scrimWSJ_wrapper">
        <div class="scrimWSJ_inner">
            <div class="scrim_thank_you scrimWSJ_module loginModule scrim_error">
                <div class="headerStrap">
                    <a id="emailErrorScrimCloseBtn" href="#" class="closeBtn">close</a>
                </div>
                <h3>Error.</h3>
                <p>An error has occured and your email has not been sent. <br />
                Please <a id="reopenEmailScrimFromError" href="#">try again</a>.
                </p>
            </div>
        </div>
    </div>
</div>


<div class="hidden">
<div id="invalidEmailAddress" class="hidden">&bull; Invalid email address.</div>
<div id="tooManyEmailAddresses" class="hidden">&bull; You can't enter more than 20 emails.</div>
<div id="invalidDelimiter" class="hidden">&bull; Seperate multiple addresses with Commas.</div>
<div id="blankEmailAddress" class="hidden">&bull; Must enter an email address.</div>
<div id="emptyRecaptchaCd" class="hidden">&bull; You must enter the verification code below to send.</div>
<div id="invalidRecaptchaCd" class="hidden">&bull; Invalid entry: Please type the verification code again.</div>
</div>


<!-- fastdynapage - secj2kentwap09 - Mon 12/29/14 - 02:26:15 EST -->

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</body>

<!-- global and local js include, clickability button -->
<script type="text/javascript" src="http://sj.wsj.net/blogs/js/wsj_blogs_omniture.js"></script>
<script type="text/javascript" src="http://sj.wsj.net/djscript/require/js_header_nonreno,bluekai,j_blogs,articleTicker,acHeaderSearch,wsjAutocomplete,vltArticleTools,emailThis_js,hsbTrendingNow,onVisibleLoader,outbrain,popoutWidgetize/provided/j_global_slim/version/b17.js"></script><script type="text/javascript" src="http://tealium.hs.llnwd.net/o43/utag/wsjdn/blogs/prod/utag.js"></script> <script data-exclude="ttt" type="text/javascript" src="http://sj.wsj.net/public/page/0_0_W0_1300_BLOGS.js"></script> <script type="text/javascript" src="http://sj.wsj.net/blogs/js/wsj_blogs1.js"></script> <script> function adrefresher() { document.getElementsByClassName( "postList-liveBlog" )[0].addEventListener( "DOMNodeInserted", function ( event ) { if( event.target.id == "postList-liveBlog") { var id = document.querySelector('[id^="ad_"]').children[0].id ; document.getElementById(id).contentWindow.location.reload() ; } }, false ); } </script> <script type="text/javascript" src="http://sj.wsj.net/djscript/bucket/NA_WSJ/page/0_0_WP_Dont_Miss/provided/j_global_slim/version/20120417130456.js"></script> <script type="text/javascript"> if (dojo.getObject("dj.util.onVisibleWidget", true).scan) {dj.util.onVisibleWidget.scan();} </script> <script type="text/javascript"> if (typeof current_path == "undefined") { var current_path = "/"; } dj.blogs.util.renderHeaderDate(); var wsj_section = document.location.toString().split( "/", 4 )[3]; var _sf_async_config={uid:8900,domain:"online.wsj.com",path:current_path, sections:wsj_section}; (function(){ function loadChartbeat() { window._sf_endpt=(new Date()).getTime(); var e = document.createElement("script"); e.setAttribute("language", "javascript"); e.setAttribute("type", "text/javascript"); e.setAttribute("src", (("https:" == document.location.protocol) ? "https://s3.amazonaws.com/" : "http://") + "static.chartbeat.com/js/chartbeat.js"); document.body.appendChild(e); } var oldonload = window.onload; window.onload = (typeof window.onload != "function") ? loadChartbeat : function() { oldonload(); loadChartbeat(); }; })(); </script> <script>!function(d,s,id){var js,fjs=d.getElementsByTagName(s)[0];if(!d.getElementById(id)){js=d.createElement(s);js.id=id;js.src="//platform.twitter.com/widgets.js";fjs.parentNode.insertBefore(js,fjs);}}(document,"script","twitter-wjs");</script> <script> // enable "live help" popup in footer var custChatWin=null; dojo.forEach( dojo.query("a.custChatLink"), function(tag) { tag.className = tag.className.replace( /(?:^|\s)custChatLink(?!\S)/g , '' ); // hack: remove class custChatLink so that we don't try to set another popup handler later (base wsj template does, for instance). this class is not targeted by any CSS or any other JS right now dojo.connect(tag,"onclick", function(event) { dojo.stopEvent(event); if(custChatWin==undefined||custChatWin==null||custChatWin.closed) { custChatWin=window.open("https://customercenter.wsj.com/livechat/chat?product=WSJ","DowJones_Live_Chat","width=510,height=420,location=no,menubar=no,status=no,toolbar=no,scrollbars=no,resizable=no"); } else { custChatWin.focus(); } }); }); </script> <script type="text/javascript" src="http://sj.wsj.net/blogs/js/FCF-module.js"></script> <script type="text/javascript"> var FCF = new dj.blogs.FirstClickFree({}); FCF.checkFCF(); </script> <script type="text/javascript" data-exclude="ttt"> // https://jira.dowjones.net/browse/PSSBSCEN-1515 dj.module.sitewidget.popoutWidgetize.init(); dojo.setObject("dj.context.sitewidgets.popupurl", "http://online.wsj.com/page/0_0_WGT_INVESTORCENTER_MST.html"); dj.util.User.isLoggedIn(function(loggedIn) { if (loggedIn) { dj.module.sitewidget.popoutWidgetize.init(); dojo.setObject("dj.context.sitewidgets.popupurl", "http://online.wsj.com/page/0_0_WGT_INVESTORCENTER_MST.html"); } }); <script src="http://mw1.wsj.net/MW5/content/analytics/hooks.js" type="text/javascript"></script>

<!-- end global and local js include, clickability button -->

<!-- begin $GLOBALS[ 'wsj_footer_js' ] -->
<script type="text/javascript">

       // so that you can click anywhere and close the dropdown:
       dojo.connect(document, "onclick", function() {
         dojo.query(".sp-ddown").removeClass("expanded").addClass("collapsed");
       }, false);
     

       dojo.query(".sp-ddown .title a").connect("onclick", function(event) {
         if ( dojo.hasClass(event.target.parentNode.parentNode, "collapsed") || dojo.hasClass(event.target.parentNode.parentNode.parentNode, "collapsed") ) {
           event.preventDefault(); // only go to link if dropdown is opened
         }
         else {
           event.stopPropagation();
         }
       });
     

var short_url  = "http://on.wsj.com/SqFZ5V" ; 
var url  = "http://blogs.wsj.com/accelerators/2014/06/03/jessica-livingston-why-startups-need-to-focus-on-sales-not-marketing/" ; 
var twitter_handle = "WSJ" ; 
$( ".email" ).click(function() {
var topemailButton = new dj.widget.vlttools.Button('att.at.emailthis', function(){
        var topEmail = new dj.widget.email.EmailThis('att.at.emailthis', {mod:"wsj_valettop_email"});
        topEmail.init();
      }, false);
      topemailButton.init();

    topemailButton.clickHandler()
      
});


function count_display (social,count) {
    
    if(  count !== 0 && count <= 99 ){
         $('.' + social).children()[1].style.display = 'inline-block' ; 
       
       }else if(count > 99 && count <= 999 ) {
           $('.' + social).children()[1].style.display = 'inline-block' ; 
           $('.' + social).css("width","37px");
        }       
      
        else if(count > 999 ) {
           $('.' + social).children()[1].style.display = 'inline-block' ; 
           $('.' + social).css("width","43px");
        }

     }


$( ".mixi" ).click(function() {
   
   mixi_url = 'http://mixi.jp/share.pl?u='+url+'&k=cb06210f9fbb7d10ad9d37664e4973a84ccf524f';
   window.open(mixi_url,' share ', [ 'width = 632', 'height = 456','location = yes','resizable = yes','toolbar = no', 'menubar = no', 'scrollbars = no', 'status = no']. join (','));

});




var twitt = $('#twitter') ; 


//mini wsj_pro hack
if (typeof twitt.sharrre !== 'function') {
      
    sharrre_exec(jQuery, window , document );
}
   
$('#twitter').sharrre({
  share: {
    twitter: true
  },
  template: '<a class="tw" href="#"><img class="icon" src="http://s.wsj.net/blogs/img/tweet1.png"><div class="social_count">{total}</div></a>',
  enableHover: false,
  enableTracking: true,
  buttons: { twitter: { via: twitter_handle, url : short_url }},
  render: function(api, options){
    
    window.tw_count = api.options.count.twitter  ; 
    count_display('tw', tw_count );
    
  },

click: function(api, options){
    
    api.simulateClick();
    var tw_count2 =  $('.tw').children()[1].innerHTML ;
    count_display('tw', tw_count2 );
    api.openPopup('twitter');
  }
});
$('#facebook').sharrre({
  share: {
    facebook: true
  },
  template: '<a class="fb"  href="#"><img class="icon" src="http://s.wsj.net/blogs/img/facebook1.png"></img><div class="social_count">{total}</div></a>',
  enableHover: false,
  
  render: function(api, options){
    
    window.fb_count = api.options.count.facebook  ; 
    count_display('fb', fb_count );

  },
  
  click: function(api, options){
   
    api.simulateClick();
    var fb_count2 =  $('.fb').children()[1].innerHTML ;
    count_display('fb', fb_count2 );
    api.openPopup('facebook');
  
  }
});
$('#googleplus').sharrre({
  
  share: {
    googlePlus: true
  },
  template: '<a class="gp" href="#"><img class="icon" src="http://s.wsj.net/blogs/img/google1.png"><div class="social_count">{total}</div></a>',
  enableHover: false,
  render: function(api, options){
    
    window.gp_count = api.options.count.googlePlus  ; 
    count_display('gp', gp_count );

  },
  click: function(api, options){
    
    api.simulateClick();
    var gp_count2 =  $('.gp').children()[1].innerHTML ;
    count_display('gp', gp_count2 );
    api.openPopup('googlePlus');

  }
});

$('#linkedin').sharrre({
    url: "",
    share: {
      linkedin: true
    },
    template: '<a class="li" href="#"><img class="icon" src="http://s.wsj.net/blogs/img/linkedin1.png"><div class="social_count">{total}</div></a>',
    enableHover: false,
    render: function(api, options){
    
        window.li_count = api.options.count.linkedin ; 
        count_display('li', li_count );
   },
    click: function(api, options){
        api.simulateClick();
        var li_count2 =  $('.li').children()[1].innerHTML ;
        count_display('li', li_count2 );
        api.openPopup('linkedin');
    }
  });

   //clone the tool from the top and add it to the bottom 
   setTimeout(function () {

     if($(".post-bottom-row").length > 0) {

        $(".post-bottom-row").after($(".wrapper").clone(true)) ; 
        $(".wrapper")[1].style.marginTop = '10px' ; 
        $(".wrapper")[1].style.marginTop = '10px' ; 

     }else {

      $(".bottomRow").after($(".wrapper").clone(true)) ; 

     }   
  
    }, 2000);
 
new dj.blogs.CommentForm(); 
dj.blogs.AdManager.createAd(
                                    'standard_top',
                                    'ad_87222',
                                    'js',
                                    { width: 300,
                                      height: 250,
                                      size:'300x250,336x280,300x600,336x850,300x1050',
                                      site:'interactive.wsj.com',
                                      zone:'blog_accelerators',
                                      adClass:'A',
                                      title: 87222,
                                      meta:'',
                                      category:'',
                                      frequency:'',
                                      cacheId:'',
                                      classEnabled:'true',
                                      classValue:'adSummary advertisement',
                                      styleValue:'',
                                      conditionType:'',
                                      conditionValue:'',
                                      conditionalString:''});
whenElementVisibleDo(document.getElementById('ad_11231'), function(){ dj.blogs.AdManager.createAd(
                                    'standard_bottom',
                                    'ad_11231',
                                    'js',
                                    { width: 300,
                                      height: 250,
                                      size:'300x250,336x280,300x250',
                                      site:'bottom.interactive.wsj.com',
                                      zone:'blog_accelerators',
                                      adClass:'A',
                                      title: 11231,
                                      meta:'',
                                      category:'',
                                      frequency:'',
                                      cacheId:'',
                                      classEnabled:'true',
                                      classValue:'adSummary advertisement',
                                      styleValue:'',
                                      conditionType:'',
                                      conditionValue:'',
                                      conditionalString:''}); });

/*
 * example invocation:
 * whenElementVisibleDo(document.getElementById('some_id'), function(){ console.log('visible now!'); });
 */

// performs callback when element becomes visible, then removes listeners
function whenElementVisibleDo(el, cb) {
  var handler = function() {
    if (isElementInViewportAtAll(el)) {
      cb();
      removeListeners(handler);
    }
  }
  attachListeners(handler);
}

// similar to http://stackoverflow.com/a/7557433/458614 but returns true if any part of the element is in the viewport, not just the whole thing
// should work on: Chrome, Firefox, Safari, IE8+, iOS Safari, Android2+, Blackberry, Opera Mobile, IE Mobile
// doesn't handle z-index, being outside of viewable area of parent element, and possibly other edge cases
// we check if either the top OR the bottom of the element is within the viewport, while either the left right or the element is also in the viewport
function isElementInViewportAtAll (el) {
    var rect = el.getBoundingClientRect();
    var height = window.innerHeight || document.documentElement.clientHeight;
    var width = window.innerWidth || document.documentElement.clientWidth;
    return (
      (
        (rect.top <= height && rect.top >= 0) ||
        (rect.bottom <= height && rect.bottom >= 0)
      ) &&
      (
        (rect.left <= width && rect.left >= 0) ||
        (rect.right <= width && rect.right >= 0)
      ) 
    );
}

function attachListeners(fn) {
  if (window.addEventListener) {
    window.addEventListener('DOMContentLoaded', fn, false);
    window.addEventListener('load', fn, false);
    window.addEventListener('scroll', fn, false);
    window.addEventListener('resize', fn, false);
  } else if (window.attachEvent) { // IE fallback
    window.attachEvent('DOMContentLoaded', fn);
    window.attachEvent('load', fn);
    window.attachEvent('onscroll', fn);
    window.attachEvent('onresize', fn);
  }
}
function removeListeners(fn) {
  if (window.removeEventListener) {
    window.removeEventListener('DOMContentLoaded', fn, false);
    window.removeEventListener('load', fn, false);
    window.removeEventListener('scroll', fn, false);
    window.removeEventListener('resize', fn, false);
  } else if (window.attachEvent) { // IE fallback
    window.detachEvent('DOMContentLoaded', fn);
    window.detachEvent('load', fn);
    window.detachEvent('onscroll', fn);
    window.detachEvent('onresize', fn);
  }
}
        
var test; addClassWhenOffTop(document.getElementById('ad_11231'), 'sticky-ad');

// adds a class when top of element is off screen, removes class again when scrolling back up to that point
function addClassWhenOffTop(el, classname) {
  var scrollTopWhenAdded;
  attachListeners(function() {
    if (scrollTopWhenAdded === undefined) {
      // class has not been added
      if (el.getBoundingClientRect().top < 0) {
        // it's off the top of the screen
        el.className += ' ' + classname;
        scrollTopWhenAdded = document.documentElement.scrollTop || document.body.scrollTop;
      }
    }
    else {
      if ((document.documentElement.scrollTop || document.body.scrollTop) <= scrollTopWhenAdded) {
        // we've gone back up past it
        el.className = el.className.replace(new RegExp('\\b'+classname+'\\b'), ''); // remove class. in PHP double-quoted string have to do 4 backslashes to get 2
        scrollTopWhenAdded = undefined;
      }
    }
  });
}

// okay fine we might have a duplicate declaration
function attachListeners(fn) {
  if (window.addEventListener) {
    window.addEventListener('DOMContentLoaded', fn, false);
    window.addEventListener('load', fn, false);
    window.addEventListener('scroll', fn, false);
    window.addEventListener('resize', fn, false);
  } else if (window.attachEvent) { // IE fallback
    window.attachEvent('DOMContentLoaded', fn);
    window.attachEvent('load', fn);
    window.attachEvent('onscroll', fn);
    window.attachEvent('onresize', fn);
  }
}
        
</script>
<!-- end $GLOBALS[ 'wsj_footer_js' ] -->

<!-- fix for PSSBSCEN-2197 -->
<script>
  // module.exports is breaking linkedin js, remove it for now
  window.tempOldModule = window.module;
  window.module = undefined;
</script>
<script src='http://platform.linkedin.com/in.js'></script>
<script>
  // give time for linkedin js do it its thing, then put it back
  window.setTimeout(function() {
    window.module = window.tempOldModule;
  }, 3000);
</script>
<!-- end fix for PSSBSCEN-2197 -->


<script type="text/javascript">
     dj.module.header2012.lifp.init();

    var tracking;
  var proomni = new dj.blogs.util.omni(function(){ 
      tracking = new dj.blogs.Tracking(this);
      tracking.title       = 'Jessica Livingston Why Startups Need to Focus on Sales Not Marketing_article';
      tracking.section     = 'Small Business';
      tracking.subsection  = 'StartUpJournal';
      tracking.publishTime = '2014-06-03 13:26';
      tracking.pageType    = 'article';
      tracking.articleAuthor = 'Marina Garcia Vasquez';
      tracking.articleID = '2715';
      tracking.blogLanguage = 'english';
      tracking.originalBlog =  '';


                tracking.blogName    = 'Theacceleratorsblog';
            tracking.ad_zone     = 'blog_accelerators';         
        tracking.articlePrivilege = 'free_Blogs';
        tracking.articlePrivilegeOrLoggedIn = 'free';
        tracking.isSubscriberBlog    = 'free';

            tracking.firePixel();      
   });

</script> 

<!-- variables for populating global header -->
<script>
  window.slimHeaderSection = "Business";
  window.slimHeaderSectionURL = "http://online.wsj.com/public/page/news-business-us.html";
  window.headerVersion = "blg68";

</script>

<!-- ttt_footer_js -->
<script>
  var section = window.slimHeaderSection;
  if (section == "Managemement") section = "Management";
  var sectionUrl = window.slimHeaderSectionURL;

  var headerWrapperNode = dojo.byId("headerWrapper"); if ((typeof dj.module.header === "object") && headerWrapperNode) {
     dj.context.djHeaderEnabled = true;
  }
  dj.context.core.quotesUrlPrefix = "http://quotes.wsj.com"; if (headerWrapperNode) {
     var overrideEnv = 'NA_WSJ_PUB_SS';
     dj.util.User.isLoggedIn(function (isLoggedIn) {
       if (isLoggedIn) {
         overrideEnv = 'NA_WSJ_SUB_SS';
       }
     });
     dj.module.header.nonreno.init({
       version: window.headerVersion,
       domNodeId: "headerWrapper",
       isLoadCss: false,
       headerPageId: "0_0_WG_HeaderOne_WSJSS",
       overrideUserEnvStr: overrideEnv,
       onJsExec: function () {
         var _secpage = section.toUpperCase();
         var _secUrl = sectionUrl;
         if (section) {
           dojo.byId("currentSectionBlk").href = _secUrl;
           dojo.byId("currentSectionBlk").innerHTML = _secpage;
           dojo.removeClass(dojo.byId("currentSectionBlk"), "hidden");

           //Changes to update the logo, if section is Tech
           if(section == "Tech"){
            dojo.query("header div.slimH_c").addClass("slimH_tech");
            dojo.query(".slimHeader h1 a").removeClass("mainLogo").addClass("mainLogo-tech");

            // also change link:
            dojo.query(".slimHeader h1 a")[0].href = "http://online.wsj.com/news/technology";
          }
         }
         dojo.style('headerWrapper', 'color', '#000000');

         // https://jira.dowjones.net/browse/PSSBSCEN-2017
         if (dj.util.Cookie && dj.util.Cookie.getCookie("wsjregion") == "asia,india") {
           dojo.query(".slimHeader h1 a")[0].href = "http://india.wsj.com";
         }

         // https://jira.dowjones.net/browse/ID-1105
         dj.util.User.renderFirstName("userName"); var uNamePlaceholder = dojo.byId("userName").innerHTML; if (uNamePlaceholder && uNamePlaceholder!=='' && uNamePlaceholder!=='undefined') { uNamePlaceholder += "'s Journal"; } else { dj.util.User.renderCallsign("userName"); var uNamePlaceholder = dojo.byId("userName").innerHTML; uNamePlaceholder += "'s Journal"; } dojo.byId("userName").innerHTML = uNamePlaceholder;

         // https://jira.dowjones.net/browse/PSSBSCEN-1515
         dj.util.User.isLoggedIn(function(loggedIn) {
          if (loggedIn) {
           dj.module.sitewidget.popoutWidgetize.init();
           dojo.setObject("dj.context.sitewidgets.popupurl", "http://online.wsj.com/page/0_0_WGT_INVESTORCENTER_MST.html");
          }
         });
       }
     });
  }
</script><!-- end ttt_footer_js -->

<!-- end of footer.php -->
</html>
